Ryanair's 'always getting better'

Ryanair--known for low air fares--has been wooing back travellers with an initiative it calls 'Always Getting Better'. Above, CEO Michael O'Leary discusses this marketing programme, which is part of the reason for Ryanair's growth--and supports its ambitious growth goals for future markets.

The purpose is to improve customer satisfaction by addressing some of the complaints that have annoyed travellers about Ryanair, including very high fees for 'extras' and website navigation that complicated the process of buying tickets. This also extends to the interior design of its aircraft.

With demand for business travel increasing as economic conditions improve, Ryanair (already Europe's largest discount carrier) has decided to meet the specific needs of this market with Business Plus. Business flyers can change their itineraries on the day of travel without penalty, choose seats in advance and receive priority boarding.

Now Ryanair sees opportunity in corporate jets for hire. Its first 60-seat jet is available to businesses (or sports teams or affluent individuals) that want to travel on their own schedule and in comfort. Of course, Ryanair's corporate jet is competitively priced and extras cost, well, extra.